• by Tobi Elkin  @tobielkin, February 22, 2016

Synacor, a multiscreen technology and monetization partner for video, Internet and communications providers, device manufacturers and enterprises, on Tuesday announced it had acquired the privately held programmatic ad company Technorati. The financial terms of the deal weren’t immediately disclosed, but will be available in an 8K statement after the announcement, according to a company representative.

The deal will add more than 1,000 publishers served by Technorati and 100 + million monthly unique visitors to Synacor’s advertising reach, half of which is mobile. Technorati’s header bidding management system is also a fit for Synacor’s business model.

The deal will enable Synacor to greatly expand its ad reach across audiences, publishers and mobile inventories, Himesh Bhise, CEO, told Real-Time Daily via email. "This acquisition is part of our ongoing commitment to help publishers increase monetization and get the highest possible price for their inventory.”

Combining Technorati’s publisher network, SmartWrapper header bidder solution and advertising technology with Synacor’s existing portal network and monetization engine will create a large-scale media solutions platform, Bhise stated.

Advertising represented 45% of Synacor’s Q3 2015 revenues and grew 17% year-over-year.  Technorati reported approximately $7 million in revenue in 2015.